5 conversion optimisation checkpoints to fatten the sales funnel

You could consider this a quick check list ensure your conversion funnel is working effectively. If implemented intelligently many of these changes can bring immediate increase to your funnel.

Set some benchmarks

If you are not tracking your current conversion rate then you should start. Take a look over a 30 day period to see what your conversion rate is so that you have something to benchmark your changes against. It’s also worth while to setup some conversion funnels in whatever your analytics tool is, so that you can see where people are dropping off.

Ask the bare minimum number of questions.

If you’re requiring more than 5 pieces of information, consider again what you might be able to drop. The more fields you have the more likely they will not complete that form. There’s plenty of data out there to back this up.

Continuity and Congruence

The continuation of a message is important. In each step of the funnel, from search engine or banner click to landing page, to form capture page, and even the resulting “Thank You” page, and response email or phone call should all be consistent with the message which drew the visitor to your site in the first place. I like what Phil Frost states (paraphrased)

“Don’t make me think about your Advertising, your Offer or What to do next”, or basically don’t give me a reason to leave.

On the point of congruence, this is making sure that all the elements of the page speak to, and support the value proposition you are offering. From headings, design, to message and tone. There’s a great study from Marketing Experiments on continuity and congruence.

Provide the right incentives

Choosing the right value proposition for capturing a lead can be a tricky task to get right. But here’s some things to consider:

What stage is the prospect in in the buying cycle? And what motivates people at these different stages of the buying cycle?

Consider the previous point about continuity and congruency, and where people are coming from to this particular form.

For instance, if the keywords sending the traffic to this page is product focused, then a demo is possibly a good incentive, however you might want a secondary call to action to capture those people in the earlier stages of the funnel by offering an ebook.

For early stages, people want information. E.g. Research papers, articles or case studies. In the later stages however, we can focus on ROI calculations, price quotes or scheduling a demo. Checkout the Buyer’s Journey as mapped by SiriusDecisions below:

Sirius Decisions Buyer’s Journey

If you can tailor the experience based on information you collect in the form, this both validates the reason for collecting the information and makes for a more compelling incentive if targeted to their business profile. For instance you might have a report that can be customised per industry and company size. So, the prospect’s incentive for completing the form is to get this customised report for their business, and so it’s only natural to provide these key pieces of information to generate the unique report.

Meeting the demands of your sales team

Enticing users to fill out a form in exchange for some type of freebie is a common practice online, and it works well. Beware though that the incentives you offer influence greatly the types of people you will attract on your lead form capture. Free giveaways may sometimes open yourself to a less targeted audience than you may desire. Letting these types of low quality leads enter your sales funnel can be costly to the company when they are simply unqualified and you don’t have an automated system in place to qualify them. So on this final note, just be sure to match the sales team’s expectations of what a “lead” is, and you’ll be sure to hit it out of the park.

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